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Brand discovery

Tell us about your brand

A guided, visual questionnaire that turns your ideas into a clear design brief. Mostly tapping and choosing — very little typing.

Your answers stay private
Progress saved on this device
Reply within one business day

Website

Step 00 — Choose your project

What are we creating together?

Pick the questionnaire that matches your project. You can switch at any time before you send it.

10 steps · about 8 minutes Logo Design A distinctive logo with the versions and files you need for print, web and social. Logo type & style Colours & typography Usage & file versions Start logo questionnaire 11 steps · about 20 minutes Full Branding Strategy, identity, colour and type systems, brand voice and guidelines — your complete brand. Purpose, positioning & personality Logo, colour & type systems Applications & brand guidelines Start branding questionnaire

Logo Design Questionnaire

Logo Design

Logo Design Questionnaire

Saved on this device Switch questionnaire

Step 1 of 10

Step 01 — Business

The basics about who you are and what the logo should say.

Business / organisation name Required

What name should appear on the logo? Pick one

Full business name Abbreviated name Initials Name + tagline Symbol / icon only

Something else…

Tagline or slogan

Should the tagline appear in the logo? Pick one

Yes No Designer to recommend

Which industry are you in? Pick one

Technology Construction Healthcare Education Hospitality Tourism Finance Retail Food & Beverage Fashion Beauty Real Estate Manufacturing Agriculture Logistics Professional Services NGO / Non-profit Government

Something else…

Website & social media

Website

Instagram

Facebook

TikTok

Step 02 — About you

What you do and the impression you want to leave.

What does your business do?

Main products or services

Which qualities should people associate with you? Pick up to 5

Professional Premium Affordable Innovative Modern Traditional Trustworthy Friendly Powerful Elegant Luxury Reliable Creative Bold Simple Technical Corporate Youthful Sustainable Secure

Something else…

What makes you different?

Step 03 — Audience

Who the logo needs to speak to.

Your audience is mainly… Pick any that apply

Men Women Everyone Children Families Businesses Government Professionals Tourists General public

What should customers feel when they see your logo? Pick up to 5

Trust Confidence Excitement Luxury Safety Innovation Reliability Creativity Comfort Authority Exclusivity Energy Simplicity

Something else…

Describe your ideal customer

Step 04 — Logo type

Tap every logo style that interests you.

Which types of logo interest you? Pick any — or let us recommend.

Wordmark The business name, styled — like Google or Visa. Lettermark Initials or short letters — like IBM or HP. Monogram Stylised initials woven into one symbol. Symbol / Icon A graphic symbol that represents you. Abstract mark A unique shape rather than a literal object. Combination mark Symbol and name designed together. Emblem / Badge Text and image inside a badge, crest or seal. Mascot A character that represents the brand. Signature Handwritten, personal signature style.

Would you like our recommendation too? Pick one

Yes, recommend the best fit No, stick to my choices

Step 05 — Style

The overall look and level of detail.

Which overall styles appeal to you? Pick up to 4

Minimalist Modern Corporate Luxury Elegant Bold Playful Friendly Technical Futuristic Traditional Heritage Industrial Organic Geometric Handcrafted Premium Youthful

How detailed should the logo be?

1 Extremely simple 2 Simple 3 Moderate 4 Detailed 5 Highly detailed

Which shapes do you prefer? Pick any that apply

Sharp geometric Rounded Organic Abstract Typography-driven Symbol-driven A combination

Step 06 — Colours

Tap swatches to build your palette.

Pick your preferred colours Pick up to 4

The first is your primary colour. Add your own exact colour if you have one.

Ocean blue Sky Cyan Teal Emerald Leaf Lime Sunshine Gold Amber Orange Coral Red Burgundy Magenta Pink Purple Lavender Navy Charcoal Black Silver Sand Brown White

Colours you do NOT want Pick up to 4

Optional

Ocean blue Sky Cyan Teal Emerald Leaf Lime Sunshine Gold Amber Orange Coral Red Burgundy Magenta Pink Purple Lavender Navy Charcoal Black Silver Sand Brown White

Which colour directions appeal to you? Pick up to 3

Corporate blue Technology blue Luxury black & gold Natural green Energetic orange Passionate red Creative purple Premium neutral Earth tones Ocean & coastal African-inspired Minimal monochrome Soft pastels Neon

Must the logo work in black and white? Pick one

Yes — absolutely Preferably Not important

Step 07 — Typography

Lettering has a personality too.

Which lettering styles feel right? Pick up to 3

Aa Brand Sans-serif Clean, modern, easy to read Aa Brand Serif Classic, trusted, established Aa Brand Geometric Precise, technical, confident Aa Brand Luxury Refined, high-contrast, premium Aa Brand Script Flowing, elegant, personal Aa Brand Handwritten Friendly, human, crafted Aa Brand Condensed Strong, bold, space-saving Aa Brand Rounded Soft, approachable, playful Aa Brand Monospace Digital, code-like, techy Aa Brand Designer to recommend Let Extrion choose

Fonts you like

Fonts you dislike

Step 08 — Inspiration

Competitors and logos you admire.

Your main competitors

Competitor 1

Competitor 2

Competitor 3

Logos you like or dislike — and why

Upload references Existing logo, competitor logos, screenshots or sketches.

Drop images or PDFs here, or click to browse Existing logo, competitor logos, screenshots or sketches. Up to 8 files · JPG, PNG, WEBP, SVG or PDF · 10 MB each

Step 09 — Symbols & usage

Where the logo will live and what it needs.

Symbols you would like considered Pick any that apply

Animal Building Initial Geometric shape Tool Nature Ocean / waves Mountain Sun Palm / island Cultural symbol Abstract symbol Industry symbol

Something else…

Symbols we must NOT use

Where will the logo be used? Pick any that apply

Website Mobile app Social media Business cards Letterheads Uniforms Vehicles Signage Packaging Product labels Embroidery T-shirts Advertising Documents Building signage Merchandise Digital ads

Which versions do you need? Pick any that apply

Horizontal Vertical Square Icon only Wordmark only Black White / reversed Full colour Favicon Social profile

Do you already have a logo? Pick one

Yes — redesign it Yes — refresh it lightly No — this is new

Step 10 — Final brief

The one thing your logo must get right.

If your brand were a person, they would be… Pick up to 3

Wise Warm Adventurous Confident Calm Cheerful Sophisticated Down-to-earth Visionary Caring Rebellious Precise

“When customers see our logo they immediately think…”

The ONE thing the logo must communicate

When do you need it? Pick one

As soon as possible Within 2 weeks Within a month Flexible

Anything else the designer should know?

How can we reach you? We will send your brief summary to this email.

Your name *

Position

Email address *

Phone / WhatsApp

Preferred contact method

Email Phone call WhatsApp

We will send your brief summary to this email.

Step 11 — Submit Brief

Your brief at a glance

Check your answers. Tap any section to edit it, then send your brief.

I agree that Extrion Tech may use these answers to prepare my design proposal.

Your live moodboard

Your colours, fonts, styles and images appear here as you choose them.

Palette

Typography

Logo direction

Brand words

Inspiration

Full Branding Questionnaire

Full Branding

Full Branding Questionnaire

Saved on this device Switch questionnaire

Step 1 of 11

Step 01 — Business

Your foundation, purpose and ambition.

Organisation / business name Required

Company details

Legal name

Website

Location(s)

Year established

Founder(s)

Industry Pick one

Something else…

Number of employees Pick one

Just me 2–10 11–50 51–200 200+

What kind of project is this? Pick one

A completely new brand Rebrand Brand refresh Logo redesign Expanding an existing identity

Why does your organisation exist? What problem do you solve?

Your vision and mission

Where do you want to be in…

1 year

3 years

5 years

10 years

Current and future products or services

Step 02 — Audience

The people your brand is built for.

Who do you sell to? Pick any that apply

B2B — businesses B2C — consumers B2G — government NGOs Tourists & visitors

Primary audience age Pick any that apply

Under 18 18–24 25–34 35–44 45–54 55+

Audience income level Pick any that apply

Budget-conscious Middle income Affluent High net worth Organisations / budgets

Where are they? Pick any that apply

Zanzibar Mainland Tanzania East Africa Across Africa International

Describe them in a sentence or two

Customer perception

They currently think your industry is…

After meeting your brand they should think…

Which emotions should the brand create? Pick up to 7

Trust Confidence Excitement Safety Desire Luxury Belonging Inspiration Curiosity Authority Comfort Happiness Ambition Innovation Reliability Exclusivity

Something else…

Step 03 — Positioning

Where you stand in the market and why you win.

How should the brand be positioned? Pick up to 3

Mass market Affordable Mid-market Premium Luxury Specialist Professional Innovative Disruptive Traditional

Why should someone choose you over a competitor?

What do you want to be famous for?

Your top competitors

Competitor 1

Competitor 2

Competitor 3

About your competitors

What they do well

What they do poorly

What you will do differently

Brands outside your industry that inspire you Pick any that apply

Apple Nike Google Emirates Rolex Airbnb Coca-Cola Tesla IKEA Safaricom Netflix Spotify

Something else…

Step 04 — Personality

Imagine your brand is a person.

Slide to where your brand sits

ClassicModern

SeriousPlayful

FriendlyAuthoritative

AffordablePremium

QuietBold

LocalGlobal

Pick your top 5 personality traits Pick up to 5

Professional Intelligent Friendly Serious Sophisticated Bold Energetic Calm Creative Innovative Trustworthy Premium Humble Authoritative Playful Youthful Mature Traditional Futuristic

Which archetype fits best? Pick one or two.

The Innocent Optimistic, honest, simple The Explorer Freedom, discovery, adventure The Sage Knowledge, truth, expertise The Hero Courage, mastery, impact The Outlaw Disruption, change, rebellion The Magician Transformation, vision, wonder The Regular Person Belonging, down-to-earth The Lover Passion, intimacy, beauty The Jester Joy, humour, fun The Caregiver Service, care, protection The Creator Imagination, craft, originality The Ruler Leadership, control, prestige

Your top 5 core values Pick up to 5

Integrity Trust Innovation Excellence Quality Reliability Transparency Sustainability Creativity Leadership Service Respect Community Security Professionalism Speed Accessibility Accountability Collaboration

Something else…

Brand voice — pick three Pick up to 3

Formal Professional Friendly Conversational Authoritative Educational Inspirational Technical Simple Premium Bold Humorous

Brand words

Words to use often

Words to avoid

Step 05 — Logo

The heart of your identity system.

Preferred logo types Pick any — or let us recommend.

Should the logo have an icon that works on its own? Pick one

Yes No Designer to recommend

The identity should include Pick any that apply

Primary logo Secondary logo Icon Monogram Horizontal lockup Vertical lockup Stacked version Favicon Social avatar App icon

If you have an existing brand

What should remain

What must change

What must never change

Step 06 — Colours

Build your colour system with real swatches.

Build your palette Pick up to 5

First pick = primary, then secondary and accents. Add exact brand colours with the picker.

Ocean blue Sky Cyan Teal Emerald Leaf Lime Sunshine Gold Amber Orange Coral Red Burgundy Magenta Pink Purple Lavender Navy Charcoal Black Silver Sand Brown White

Colours to avoid Pick up to 4

Optional

Ocean blue Sky Cyan Teal Emerald Leaf Lime Sunshine Gold Amber Orange Coral Red Burgundy Magenta Pink Purple Lavender Navy Charcoal Black Silver Sand Brown White

Which colour personalities fit? Pick up to 3

Your colour system should cover Pick any that apply

Primary colour Secondary colours Accent colour Background colours Neutral colours Dark mode Light mode Digital UI colours

Colour formats you will need Pick any that apply

HEX (web) RGB (screens) CMYK (print) Pantone RAL (paint & signage)

Step 07 — Typography

The voice of your brand, in letters.

Which font personalities feel right? Pick up to 3

Typography personality Pick up to 3

Modern Geometric Corporate Elegant Luxury Humanist Technical Editorial Traditional Friendly Futuristic Minimal

Fonts

Fonts you use now

Fonts you like

Fonts you dislike

Step 08 — Visual style

Imagery, graphics and icons around the logo.

Overall visual language Pick up to 4

Minimal Editorial Corporate Luxury Contemporary Technical Industrial Organic African contemporary Coastal Futuristic Premium Playful Bold Clean

Photography style Pick any that apply

Real photography Studio Lifestyle Documentary Corporate Architectural Product People-focused Abstract AI-generated Illustrations

Photography mood Pick up to 4

Bright Dark Warm Cool Dramatic Natural High contrast Soft Minimal Premium Energetic

Graphic elements to use Pick any that apply

Patterns Lines Grids Geometric shapes Organic shapes Gradients Textures Illustrations Icons Photo frames Containers Abstract graphics 3D elements

Icon style Pick up to 2

Outline Filled Duotone Rounded Sharp Hand-drawn Custom

Step 09 — Applications

Everywhere your brand will appear.

Where will the branding be used? Pick any that apply

Corporate

Business cards Letterhead Invoices Quotations Reports Certificates Presentations Email signatures

Digital

Website Mobile app Social media Email Digital ads Dashboards Software interfaces

Physical

Building signage Vehicles Uniforms Packaging Product labels Merchandise T-shirts Bags Equipment

Marketing

Brochures Flyers Posters Billboards Social campaigns Events Exhibition stands

Digital work you will need Pick any that apply

Website redesign New website Landing pages E-commerce Customer portal Mobile app Web application

Social platforms Pick any that apply

Instagram Facebook LinkedIn TikTok YouTube X WhatsApp

Your brand guidelines should include Pick any that apply

Brand story Brand strategy Mission, vision & values Positioning Logo & variations Clear space & sizes Incorrect usage Colour palette Typography Photography Iconography Illustration Graphic elements Brand voice Social media Digital Stationery Advertising Packaging Signage Uniforms

Step 10 — Inspiration & uploads

Show us — it is faster than telling.

Upload references for your moodboard Existing logo or guidelines, competitor logos, favourite brands, colour or font references, packaging, signage, screenshots.

Drop images or PDFs here, or click to browse Existing logo or guidelines, competitor logos, favourite brands, colour or font references, packaging, signage, screenshots. Up to 8 files · JPG, PNG, WEBP, SVG or PDF · 10 MB each

Do you need a new tagline? Pick one

Yes No Maybe

Tagline

Existing tagline

What it should communicate

Brand do’s and don’ts

Always communicate

Never communicate

Cultural, religious or industry sensitivities

Symbols, colours or imagery never to use

Step 11 — Final brief

How we will know we got it right.

The new brand is a success if it brings… Pick any that apply

A more professional look More customer trust Higher perceived value More sales Market recognition Stronger differentiation International appeal Better digital presence Improved perception Internal consistency

Something else…

Describe your ideal brand in one paragraph

If you could tell customers only ONE thing, what would it be?

“This is exactly the brand we wanted” — what would make you say that?

Your timeline Pick one

As soon as possible Within a month 1–3 months Flexible

Budget range Pick one

To be discussed Starter Standard Premium

Anything we have not asked that matters?

How can we reach you? We will send your brief summary to this email.

Your name *

Position

Email address *

Phone / WhatsApp

Preferred contact method

Email Phone call WhatsApp

We will send your brief summary to this email.

Step 12 — Submit Brief

Your brief at a glance

Check your answers. Tap any section to edit it, then send your brief.

I agree that Extrion Tech may use these answers to prepare my design proposal.

Your live moodboard

Your colours, fonts, styles and images appear here as you choose them.

Palette

Typography

Logo direction

Brand words

Inspiration